Have your say: Does sexy still sell? XOXO unveils racy ad campaign, revealing video
Junior brand XOXO is betting that a sexy spring ad campaign topped off with a revealing online video (not for those younger than 18) featuring nearly as many unclothed female and male models as clothed ones will attract a slightly older shopper than its core base of 18- to 24-year-olds.
XOXO, a division of L.A.-based Kellwood Co., for nearly 20 years used supermodels such as Tyra Banks, Claudia Schiffer and Miranda Kerr to incite editorial buzz. But for its “Hugs and Kisses” campaign -- bowing in March -- the company brought on marketing film director John Urbano from Abercrombie & Fitch to stir up the kind of controversy that also entices consumers.
"The latest campaign gives us the opportunity to express the fun, flirty side of XOXO," said Caren Belair, president of Kellwood’s Juniors Apparel.
But will a male model's bare backside truly incite females to buy XOXO's $69 dresses at Macy's?
-- Max Padilla